Systems and methods for providing dynamic rewards

ABSTRACT

A loyalty program management system associated with an enterprise location is provided. The loyalty program management system is programmed to: a) receive a plurality of input data associated with a plurality of patrons, wherein the plurality of input data represents actions of the plurality of patrons; b) determine a current location of a patron of the plurality of patrons, wherein the current location of the patron is not at the enterprise location; and c) transmit a message to a computer device associated with the patron including a prize to be awarded if the patron visits the enterprise location.

CROSS REFERENCE TO RELATED APPLICATIONS

The present application claims priority to International Application No.PCT/US19/53407, filed Sep. 27, 2019 and entitled “SYSTEMS AND METHODSFOR PROVIDING DYNAMIC REWARDS,” which claims priority to U.S.Provisional Patent Application No. 62/741,726, filed Oct. 5, 2018, andentitled “SYSTEMS AND METHODS FOR PROVIDING DYNAMIC REWARDS,” both ofwhich are hereby incorporated by reference in their entirety.

TECHNICAL FIELD

The field of disclosure relates generally to providing rewards, and moreparticularly to a system and method for providing dynamic rewards basedon patron loyalty and present location.

BACKGROUND

Electronic gaming machines (“EGMs”) or gaming devices provide a varietyof wagering games such as slot games, video poker games, video blackjackgames, roulette games, video bingo games, keno games and other types ofgames that are frequently offered at casinos and other locations. Playon EGMs typically involves a player establishing a credit balance byinputting money, or another form of monetary credit, and placing amonetary wager (from the credit balance) on one or more outcomes of aninstance (or single play) of a primary or base game. In many games, aplayer may qualify for secondary games or bonus rounds by attaining acertain winning combination or triggering event in the base game.Secondary games provide an opportunity to win additional game instances,credits, awards, jackpots, progressives, etc. Awards from any winningoutcomes are typically added back to the credit balance and can beprovided to the player upon completion of a gaming session or when theplayer wants to “cash out.”

“Slot” type games are often displayed to the player in the form ofvarious symbols arrayed in a row-by-column grid or matrix. Specificmatching combinations of symbols along predetermined paths (or paylines)through the matrix indicate the outcome of the game. The displaytypically highlights winning combinations/outcomes for readyidentification by the player. Matching combinations and theircorresponding awards are usually shown in a “pay-table” which isavailable to the player for reference. Often, the player may varyhis/her wager to include differing numbers of paylines and/or the amountbet on each line. By varying the wager, the player may sometimes alterthe frequency or number of winning combinations, frequency or number ofsecondary games, and/or the amount awarded.

Typical games use a random number generator (RNG) to randomly determinethe outcome of each game. The game is designed to return a certainpercentage of the amount wagered back to the player over the course ofmany plays or instances of the game, which is generally referred to asreturn to player (RTP). The RTP and randomness of the RNG ensure thefairness of the games and are highly regulated. Upon initiation of play,the RNG randomly determines a game outcome and symbols are then selectedwhich correspond to that outcome. Notably, some games may include anelement of skill on the part of the player and are therefore notentirely random.

In today's competitive landscape, a casino not only has to contend withother casinos in the area, but also other entertainment venues, bothbrick and mortar as well as online options, for their share of acustomer's discretionary spend. Accordingly, systems and methods forimproving customer rewards and thereby customer loyalty are desirable.

BRIEF DESCRIPTION

In some aspects, a loyalty program management system associated with anenterprise location is provided. The loyalty program management systemincludes a loyalty management server with at least one processor incommunication with at least one memory device containing instructionsthereon. When executed by the at least one processor the instructionscause the at least one processor to receive a plurality of input dataassociated with a plurality of patrons. The plurality of input datarepresents actions of the plurality of patrons. The system alsodetermines a current location of a patron of the plurality of patrons.The current location of the patron is not at the enterprise location.The system then transmits a message to a computer device associated withthe patron including a prize to be awarded if the patron visits theenterprise location.

In other aspects, a loyalty program management system associated with anenterprise location is provided. The system includes a loyaltymanagement server including at least one processor in communication withat least one memory device containing instructions thereon. Whenexecuted by the at least one processor the instructions cause the atleast one processor to store a plurality of promotional campaigns. Thesystem also receives a plurality of input data associated with aplurality of patrons. The plurality of input data represents actions ofthe plurality of patrons. The system further analyzes the plurality ofinput data associated with a first patron of the plurality of patrons.From that the system determines one or more promotional campaigns of theplurality of promotional campaigns that the first patron qualifies for.Afterwards, the system generates a personalized promotional campaign forthe first patron based on the one or more promotional campaigns.

In still further aspects, a loyalty program management system associatedwith an enterprise location is provided. The system includes a loyaltymanagement server including at least one processor in communication withat least one memory device containing instructions thereon. Whenexecuted by the at least one processor the instructions cause the atleast one processor to store a plurality of promotional campaigns. Thesystem also receives a plurality of input data associated with aplurality of patrons. The plurality of input data represents actions ofthe plurality of patrons. The system further determines that a subset ofthe plurality of patrons have performed qualifying actions for a firstpromotional campaign of the plurality of promotional campaigns. Then thesystem activates the first promotional campaign based on thedetermination.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is an exemplary diagram showing several EGMs networked withvarious gaming related servers.

FIG. 2 is a block diagram showing various functional elements of anexemplary EGM.

FIG. 3 illustrates, in block diagram form, an embodiment of a gameprocessing architecture that implements a game processing pipeline forthe play of a game in accordance with various embodiments describedherein.

FIG. 4 illustrates a diagram of a loyalty management system inaccordance with at least one embodiment described herein.

FIG. 5 illustrates two views of a user interface for displaying badgesfor use by the loyalty management system shown in FIG. 4.

DETAILED DESCRIPTION

The present disclosure describes a system and method for leveraging allof the available offerings at a traditional casino resort, as well asthose of external affiliated partners. The leveraging is designed tobuild customer loyalty and spend in whatever venue the customer islocated at the time. The disclosure provides a dynamic marketing andpromotion system to reward casino patron loyalty for both inside andoutside casino gaming and other activity (e.g., online, mobile, socialmedia participation, completed survey) as well as transactions atassociated merchants (e.g., casino restaurants, memberships, resorts,online sites, promotional affiliates, etc.).

FIG. 1 illustrates several different models of EGMs which may benetworked to various gaming related servers. Shown is a system 100 in agaming environment including one or more server computers 102 (e.g.,slot servers of a casino) that are in communication, via acommunications network, with one or more gaming devices 104A-104X (EGMs,slots, video poker, bingo machines, etc.) that can implement one or moreaspects of the present disclosure. The gaming devices 104A-104X mayalternatively be portable and/or remote gaming devices such as, but notlimited to, a smart phone, a tablet, a laptop, or a game console. Gamingdevices 104A-104X utilize specialized software and/or hardware to formnon-generic, particular machines or apparatuses that comply withregulatory requirements regarding devices used for wagering or games ofchance that provide monetary awards.

Communication between the gaming devices 104A-104X and the servercomputers 102, and among the gaming devices 104A-104X, may be direct orindirect using one or more communication protocols. As an example,gaming devices 104A-104X and the server computers 102 can communicateover one or more communication networks, such as over the Internetthrough a website maintained by a computer on a remote server or over anonline data network including commercial online service providers,Internet service providers, private networks (e.g., local area networksand enterprise networks), and the like (e.g., wide area networks). Thecommunication networks could allow gaming devices 104A-104X tocommunicate with one another and/or the server computers 102 using avariety of communication-based technologies, such as radio frequency(RF) (e.g., wireless fidelity (WiFi®) and Bluetooth®), cable TV,satellite links and the like.

In some embodiments, server computers 102 may not be necessary and/orpreferred. For example, in one or more embodiments, a stand-alone gamingdevice such as gaming device 104A, gaming device 104B or any of theother gaming devices 104C-104X can implement one or more aspects of thepresent disclosure. However, it is typical to find multiple EGMsconnected to networks implemented with one or more of the differentserver computers 102 described herein.

The server computers 102 may include a central determination gamingsystem server 106, a ticket-in-ticket-out (TITO) system server 108, aplayer tracking system server 110, a progressive system server 112,and/or a casino management system server 114. Gaming devices 104A-104Xmay include features to enable operation of any or all servers for useby the player and/or operator (e.g., the casino, resort, gamingestablishment, tavern, pub, etc.). For example, game outcomes may begenerated on a central determination gaming system server 106 and thentransmitted over the network to any of a group of remote terminals orremote gaming devices 104A-104X that utilize the game outcomes anddisplay the results to the players.

Gaming device 104A is often of a cabinet construction which may bealigned in rows or banks of similar devices for placement and operationon a casino floor. The gaming device 104A often includes a main door(not shown) which provides access to the interior of the cabinet. Gamingdevice 104A typically includes a button area or button deck 120accessible by a player that is configured with input switches or buttons122, an access channel for a bill validator 124, and/or an accesschannel for a ticket-out printer 126.

In FIG. 1, gaming device 104A is shown as a Relm XL™ model gaming devicemanufactured by Aristocrat® Technologies, Inc. As shown, gaming device104A is a reel machine having a gaming display area 118 comprising anumber (typically 3 or 5) of mechanical reels 130 with various symbolsdisplayed on them. The reels 130 are independently spun and stopped toshow a set of symbols within the gaming display area 118 which may beused to determine an outcome to the game.

In many configurations, the gaming machine 104A may have a main display128 (e.g., video display monitor) mounted to, or above, the gamingdisplay area 118. The main display 128 can be a high-resolution LCD,plasma, LED, or OLED panel which may be flat or curved as shown, acathode ray tube, or other conventional electronically controlled videomonitor.

In some embodiments, the bill validator 124 may also function as a“ticket-in” reader that allows the player to use a casino issued creditticket to load credits onto the gaming device 104A (e.g., in a cashlessticket (“TITO”) system). In such cashless embodiments, the gaming device104A may also include a “ticket-out” printer 126 for outputting a creditticket when a “cash out” button is pressed. Cashless TITO systems areused to generate and track unique bar-codes or other indicators printedon tickets to allow players to avoid the use of bills and coins byloading credits using a ticket reader and cashing out credits using aticket-out printer 126 on the gaming device 104A. The gaming machine104A can have hardware meters for purposes including ensuring regulatorycompliance and monitoring the player credit balance. In addition, therecan be additional meters that record the total amount of money wageredon the gaming machine, total amount of money deposited, total amount ofmoney withdrawn, total amount of winnings on gaming device 104A.

In some embodiments, a player tracking card reader 144, a transceiverfor wireless communication with a mobile device (e.g., a player'ssmartphone), a keypad 146, and/or an illuminated display 148 forreading, receiving, entering, and/or displaying player trackinginformation is provided in EGM 104A. In such embodiments, a gamecontroller within the gaming device 104A can communicate with the playertracking system server 110 to send and receive player trackinginformation.

Gaming device 104A may also include a bonus topper wheel 134. When bonusplay is triggered (e.g., by a player achieving a particular outcome orset of outcomes in the primary game), bonus topper wheel 134 isoperative to spin and stop with indicator arrow 136 indicating theoutcome of the bonus game. Bonus topper wheel 134 is typically used toplay a bonus game, but it could also be incorporated into play of thebase or primary game.

A candle 138 may be mounted on the top of gaming device 104A and may beactivated by a player (e.g., using a switch or one of buttons 122) toindicate to operations staff that gaming device 104A has experienced amalfunction or the player requires service. The candle 138 is also oftenused to indicate a jackpot has been won and to alert staff that a handpayout of an award may be needed.

There may also be one or more information panels 152 which may be aback-lit, silkscreened glass panel with lettering to indicate generalgame information including, for example, a game denomination (e.g.,$0.25 or $1), pay lines, pay tables, and/or various game relatedgraphics. In some embodiments, the information panel(s) 152 may beimplemented as an additional video display.

Gaming devices 104A have traditionally also included a handle 132typically mounted to the side of main cabinet 116 which may be used toinitiate game play.

Many or all the above described components can be controlled bycircuitry (e.g., a gaming controller) housed inside the main cabinet 116of the gaming device 104A, the details of which are shown in FIG. 2.

An alternative example gaming device 104B illustrated in FIG. 1 is theArc™ model gaming device manufactured by Aristocrat® Technologies, Inc.Note that where possible, reference numerals identifying similarfeatures of the gaming device 104A embodiment are also identified in thegaming device 104B embodiment using the same reference numbers. Gamingdevice 104B does not include physical reels and instead shows game playfunctions on main display 128. An optional topper screen 140 may be usedas a secondary game display for bonus play, to show game features orattraction activities while a game is not in play, or any otherinformation or media desired by the game designer or operator. In someembodiments, topper screen 140 may also or alternatively be used todisplay progressive jackpot prizes available to a player during play ofgaming device 104B.

Example gaming device 104B includes a main cabinet 116 including a maindoor (not shown) which opens to provide access to the interior of thegaming device 104B. The main or service door (not shown) is typicallyused by service personnel to refill the ticket-out printer 126 andcollect bills and tickets inserted into the bill validator 124. The mainor service door (not shown) may also be accessed to reset the machine,verify and/or upgrade the software, and for general maintenanceoperations.

Another example gaming device 104C shown is the Helix™ model gamingdevice manufactured by Aristocrat® Technologies, Inc. Gaming device 104Cincludes a main display 128A that is in a landscape orientation.Although not illustrated by the front view provided, the landscapedisplay 128A may have a curvature radius from top to bottom, oralternatively from side to side. In some embodiments, display 128A is aflat panel display. Main display 128A is typically used for primary gameplay while secondary display 128B is typically used for bonus game play,to show game features or attraction activities while the game is not inplay or any other information or media desired by the game designer oroperator. In some embodiments, example gaming device 104C may alsoinclude speakers 142 to output various audio such as game sound,background music, etc.

Many different types of games, including mechanical slot games, videoslot games, video poker, video black jack, video pachinko, keno, bingo,and lottery, may be provided with or implemented within the depictedgaming devices 104A-104C and other similar gaming devices. Each gamingdevice may also be operable to provide many different games. Games maybe differentiated according to themes, sounds, graphics, type of game(e.g., slot game vs. card game vs. game with aspects of skill),denomination, number of paylines, maximum jackpot, progressive ornon-progressive, bonus games, and may be deployed for operation in Class2 or Class 3, etc.

FIG. 2 is a block diagram depicting exemplary internal electroniccomponents of a gaming device 200 connected to various external systems.All or parts of the example gaming device 200 shown could be used toimplement any one of the example gaming devices 104A-X depicted inFIG. 1. As shown in FIG. 2, gaming device 200 includes a topper display216 or another form of a top box (e.g., a topper wheel, a topper screen,etc.) that sits above cabinet 218. Cabinet 218 or topper display 216 mayalso house a number of other components which may be used to addfeatures to a game being played on gaming device 200, including speakers220, a ticket printer 222 which prints bar-coded tickets or other mediaor mechanisms for storing or indicating a player's credit value, aticket reader 224 which reads bar-coded tickets or other media ormechanisms for storing or indicating a player's credit value, and aplayer tracking interface 232. Player tracking interface 232 may includea keypad 226 for entering information, a player tracking display 228 fordisplaying information (e.g., an illuminated or video display), a cardreader 230 for receiving data and/or communicating information to andfrom media or a device such as a smart phone enabling player tracking.FIG. 2 also depicts utilizing a ticket printer 222 to print tickets fora TITO system server 108. Gaming device 200 may further include a billvalidator 234, player-input buttons 236 for player input, cabinetsecurity sensors 238 to detect unauthorized opening of the cabinet 218,a primary game display 240, and a secondary game display 242, eachcoupled to and operable under the control of game controller 202.

The games available for play on the gaming device 200 are controlled bya game controller 202 that includes one or more processors 204.Processor 204 represents a general-purpose processor, a specializedprocessor intended to perform certain functional tasks, or a combinationthereof. As an example, processor 204 can be a central processing unit(CPU) that has one or more multi-core processing units and memorymediums (e.g., cache memory) that function as buffers and/or temporarystorage for data. Alternatively, processor 204 can be a specializedprocessor, such as an application specific integrated circuit (ASIC),graphics processing unit (GPU), field-programmable gate array (FPGA),digital signal processor (DSP), or another type of hardware accelerator.In another example, processor 204 is a system on chip (SoC) thatcombines and integrates one or more general-purpose processors and/orone or more specialized processors. Although FIG. 2 illustrates thatgame controller 202 includes a single processor 204, game controller 202is not limited to this representation and instead can include multipleprocessors 204 (e.g., two or more processors).

FIG. 2 illustrates that processor 204 is operatively coupled to memory208. Memory 208 is defined herein as including volatile and nonvolatilememory and other types of non-transitory data storage components.Volatile memory is memory that do not retain data values upon loss ofpower. Nonvolatile memory is memory that do retain data upon a loss ofpower. Examples of memory 208 include random access memory (RAM),read-only memory (ROM), hard disk drives, solid-state drives, USB flashdrives, memory cards accessed via a memory card reader, floppy disksaccessed via an associated floppy disk drive, optical discs accessed viaan optical disc drive, magnetic tapes accessed via an appropriate tapedrive, and/or other memory components, or a combination of any two ormore of these memory components. In addition, examples of RAM includestatic random access memory (SRAM), dynamic random access memory (DRAM),magnetic random access memory (MRAM), and other such devices. Examplesof ROM include a programmable read-only memory (PROM), an erasableprogrammable read-only memory (EPROM), an electrically erasableprogrammable read-only memory (EEPROM), or other like memory device.Even though FIG. 2 illustrates that game controller 202 includes asingle memory 208, game controller 208 could include multiple memories208 for storing program instructions and/or data.

Memory 208 can store one or more game programs 206 that provide programinstructions and/or data for carrying out various embodiments (e.g.,game mechanics) described herein. Stated another way, game program 206represents an executable program stored in any portion or component ofmemory 208. In one or more embodiments, game program 206 is embodied inthe form of source code that includes human-readable statements writtenin a programming language or machine code that contains numericalinstructions recognizable by a suitable execution system, such as aprocessor 204 in a game controller or other system. Examples ofexecutable programs include: (1) a compiled program that can betranslated into machine code in a format that can be loaded into arandom access portion of memory 208 and run by processor 204; (2) sourcecode that may be expressed in proper format such as object code that iscapable of being loaded into a random access portion of memory 208 andexecuted by processor 204; and (3) source code that may be interpretedby another executable program to generate instructions in a randomaccess portion of memory 208 to be executed by processor 204.

Alternatively, game programs 206 can be setup to generate one or moregame instances based on instructions and/or data that gaming device 200exchange with one or more remote gaming devices, such as a centraldetermination gaming system server 106 (not shown in FIG. 2 but shown inFIG. 1). For purpose of this disclosure, the term “game instance” refersto a play or a round of a game that gaming device 200 presents (e.g.,via a user interface (UI)) to a player. The game instance iscommunicated to gaming device 200 via the network 214 and then displayedon gaming device 200. For example, gaming device 200 may execute gameprogram 206 as video streaming software that allows the game to bedisplayed on gaming device 200. When a game is stored on gaming device200, it may be loaded from memory 208 (e.g., from a read only memory(ROM)) or from the central determination gaming system server 106 tomemory 208.

Gaming devices, such as gaming device 200, are highly regulated toensure fairness and, in many cases, gaming device 200 is operable toaward monetary awards (e.g., typically dispensed in the form of aredeemable voucher). Therefore, to satisfy security and regulatoryrequirements in a gaming environment, hardware and softwarearchitectures are implemented in gaming devices 200 that differsignificantly from those of general-purpose computers. Adapting generalpurpose computers to function as gaming devices 200 is not simple orstraightforward because of: (1) the regulatory requirements for gamingdevices 200, (2) the harsh environment in which gaming devices 200operate, (3) security requirements, (4) fault tolerance requirements,and (5) the requirement for additional special purpose componentryenabling functionality of an EGM. These differences require substantialengineering effort with respect to game design implementation, gamemechanics, hardware components, and software.

One regulatory requirement for games running on gaming device 200generally involves complying with a certain level of randomness.Typically, gaming jurisdictions mandate that gaming devices 200 satisfya minimum level of randomness without specifying how a gaming device 200should achieve this level of randomness. To comply, FIG. 2 illustratesthat gaming device 200 includes an RNG 212 that utilizes hardware and/orsoftware to generate RNG outcomes that lack any pattern. The RNGoperations are often specialized and non-generic in order to comply withregulatory and gaming requirements. For example, in a reel game, gameprogram 206 can initiate multiple RNG calls to RNG 212 to generate RNGoutcomes, where each RNG call and RNG outcome corresponds to an outcomefor a reel. In another example, gaming device 200 can be a Class IIgaming device where RNG 212 generates RNG outcomes for creating Bingocards. In one or more embodiments, RNG 212 could be one of a set of RNGsoperating on gaming device 200. Game developers could vary the degree oftrue randomness for each RNG (e.g., pseudorandom) and utilize specificRNGs depending on game requirements.

Another regulatory requirement for running games on gaming device 200includes ensuring a certain level of RTP. Similar to the randomnessrequirement discussed above, numerous gaming jurisdictions also mandatethat gaming device 200 provides a minimum level of RTP (e.g., RTP of atleast 75%). FIG. 2 illustrates that gaming device 200 includes an RNGconversion engine 210 that translates the RNG outcome from RNG 212 to agame outcome presented to a player. To meet a designated RTP, a gamedeveloper can setup the RNG conversion engine 210 to utilize one or morelookup tables to translate the RNG outcome to a symbol element, stopposition on a reel strip layout, and/or randomly chosen aspect of a gamefeature. As an example, the lookup tables can regulate a prize payoutamount for each RNG outcome and how often the gaming device 200 pays outthe prize payout amounts. The RNG conversion engine 210 could utilizeone lookup table to map the RNG outcome to a game outcome displayed to aplayer and a second lookup table as a pay table for determining theprize payout amount for each game outcome. The mapping between the RNGoutcome to the game outcome controls the frequency in hitting certainprize payout amounts.

FIG. 2 also depicts that gaming device 200 is connected over network 214to player tracking system server 110. Player tracking system server 110may be, for example, an OASIS® system manufactured by Aristocrat®Technologies, Inc. Player tracking system server 110 is used to trackplay (e.g. amount wagered, games played, time of play and/or otherquantitative or qualitative measures) for individual players so that anoperator may reward players in a loyalty program. The player may use theplayer tracking interface 232 to access his/her account information,activate free play, and/or request various information. Player trackingor loyalty programs seek to reward players for their play and help buildbrand loyalty to the gaming establishment. The rewards typicallycorrespond to the player's level of patronage (e.g., to the player'splaying frequency and/or total amount of game plays at a given casino).Player tracking rewards may be complimentary and/or discounted meals,lodging, entertainment and/or additional play. Player trackinginformation may be combined with other information that is now readilyobtainable by a casino management system.

When a player wishes to play the gaming device 200, he/she can insertcash or a ticket voucher through a coin acceptor (not shown) or billvalidator 234 to establish a credit balance on the gamine machine. Thecredit balance is used by the player to place wagers on instances of thegame and to receive credit awards based on the outcome of winninginstances. The credit balance is decreased by the amount of each wagerand increased upon a win. The player can add additional credits to thebalance at any time. The player may also optionally insert a loyaltyclub card into the card reader 230. During the game, the player viewswith one or more UIs, the game outcome on one or more of the primarygame display 240 and secondary game display 242. Other game and prizeinformation may also be displayed.

For each game instance, a player may make selections, which may affectplay of the game. For example, the player may vary the total amountwagered by selecting the amount bet per line and the number of linesplayed. In many games, the player is asked to initiate or select optionsduring course of game play (such as spinning a wheel to begin a bonusround or select various items during a feature game). The player maymake these selections using the player-input buttons 236, the primarygame display 240 which may be a touch screen, or using some other devicewhich enables a player to input information into the gaming device 200.

During certain game events, the gaming device 200 may display visual andauditory effects that can be perceived by the player. These effects addto the excitement of a game, which makes a player more likely to enjoythe playing experience. Auditory effects include various sounds that areprojected by the speakers 220. Visual effects include flashing lights,strobing lights or other patterns displayed from lights on the gamingdevice 200 or from lights behind the information panel 152 (FIG. 1).

When the player is done, he/she cashes out the credit balance (typicallyby pressing a cash out button to receive a ticket from the ticketprinter 222). The ticket may be “cashed-in” for money or inserted intoanother machine to establish a credit balance for play.

Although FIGS. 1 and 2 illustrates specific embodiments of a gamingdevice (e.g., gaming devices 104A-104X and 200), the disclosure is notlimited to those embodiments shown in FIGS. 1 and 2. For example, notall gaming devices suitable for implementing embodiments of the presentdisclosure necessarily include top wheels, top boxes, informationpanels, cashless ticket systems, and/or player tracking systems.Further, some suitable gaming devices have only a single game displaythat includes only a mechanical set of reels and/or a video display,while others are designed for bar counters or table tops and havedisplays that face upwards. Additionally, or alternatively, gamingdevices 104A-104X and 200 can include credit transceivers thatwirelessly communicate (e.g., Bluetooth or other near-fieldcommunication technology) with one or more mobile devices to performcredit transactions. As an example, bill validator 234 could contain orbe coupled to the credit transceiver that output credits from and/orload credits onto the gaming device 104A by communicating with aplayer's smartphone (e.g., a digital wallet interface). Gaming devices104A-104X and 200 may also include other processors that are notseparately shown. Using FIG. 2 as an example, gaming device 200 couldinclude display controllers (not shown in FIG. 2) configured to receivevideo input signals or instructions to display images on game displays240 and 242. Alternatively, such display controllers may be integratedinto the game controller 202. The use and discussion of FIGS. 1 and 2are examples to facilitate ease of description and explanation.

FIG. 3 illustrates, in block diagram form, an embodiment of a gameprocessing architecture 300 that implements a game processing pipelinefor the play of a game in accordance with various embodiments describedherein. As shown in FIG. 3, the gaming processing pipeline starts withhaving a UI system 302 receive one or more player inputs for the gameinstance. Based on the player input(s), the UI system 302 generates andsends one or more RNG calls to a game processing backend system 314.Game processing backend system 314 then processes the RNG calls with RNGengine 316 to generate one or more RNG outcomes. The RNG outcomes arethen sent to the RNG conversion engine 320 to generate one or more gameoutcomes for the UI system 302 to display to a player. The gameprocessing architecture 300 can implement the game processing pipelineusing a gaming device, such as gaming devices 104A-104X and 200 shown inFIGS. 1 and 2, respectively. Alternatively, portions of the gamingprocessing architecture 300 can implement the game processing pipelineusing a gaming device and one or more remote gaming devices, such ascentral determination gaming system server 106 shown in FIG. 1.

The UI system 302 includes one or more UIs that a player can interactwith. The UI system 302 could include one or more game play UIs 304, oneor more bonus game play UIs 308, and one or more multiplayer UIs 312,where each UI type includes one or more mechanical UIs and/or graphicalUIs (GUIs). In other words, game play UI 304, bonus game play UI 308,and the multiplayer UI 312 may utilize a variety of UI elements, such asmechanical UI elements (e.g., physical “spin” button or mechanicalreels) and/or GUI elements (e.g., virtual reels shown on a video displayor a virtual button deck) to receive player inputs and/or present gameplay to a player. Using FIG. 3 as an example, the different UI elementsare shown as game play UI elements 306A-306N and bonus game play UIelements 310A-310N.

The game play UI 304 represents a UI that a player typically interfaceswith for a base game. During a game instance of a base game, the gameplay UI elements 306A-306N (e.g., GUI elements depicting one or morevirtual reels) are shown and/or made available to a user. In asubsequent game instance, the UI system 302 could transition out of thebase game to one or more bonus games. The bonus game play UI 308represents a UI that utilizes bonus game play UI elements 310A-310N fora player to interact with and/or view during a bonus game. In one ormore embodiments, at least some of the game play UI element 306A-306Nare similar to the bonus game play UI elements 310A-310N. In otherembodiments, the game play UI element 306A-306N can differ from to thebonus game play UI elements 310A-310N.

FIG. 3 also illustrates that UI system 302 could include a multiplayerUI 312 purposed for game play that differ or is separate from thetypical base game. For example, multiplayer UI 302 could be set up toreceive player inputs and/or presents game play information relating toa tournament mode. When a gaming device transitions from a primary gamemode that presents the base game to a tournament mode, a single gamingdevice is linked and synchronized to other gaming devices to generate atournament outcome. For example, multiple RNG engines 316 correspondingto each gaming device could be collectively linked to determine atournament outcome. To enhance a player's gaming experience, tournamentmode can modify and synchronize sound, music, reel spin speed, and/orother operations of the gaming devices according to the tournament gameplay. After tournament game play ends, operators can switch back thegaming device from tournament mode to a primary game mode to present thebase game. Although FIG. 3 does not explicitly depict that multiplayerUI 312 includes UI elements, multiplayer UI 312 could also include oneor more multiplayer UI elements.

Based on the player inputs, the UI system 302 could generate RNG callsto a game processing backend system 314. As an example, the UI system302 could use one or more application programming interfaces (APIs) togenerate the RNG calls. To process the RNG calls, the RNG engine 316could utilize gaming RNG 318 and/or non-gaming RNGs 319A-319N. GamingRNG 318 corresponds to RNG 212 shown in FIG. 2. As previously discussedwith reference to FIG. 2, gaming RNG 318 often performs specialized andnon-generic operations that comply with regulatory and/or gamerequirements. For example, because of regulation requirements, gamingRNG 318 could be a cryptographic random or pseudorandom number generator(PRNG) (e.g., Fortuna PRNG) that securely produces random numbers forone or more game features. To generate random numbers, gaming RNG 318could collect random data from various sources of entropy, such as froman operating system (OS). Alternatively, non-gaming RNGs 319A-319N maynot be cryptographically secure and/or be computational less expensive.Non-gaming RNGS 319A-319N can, thus, be used to generate outcomes fornon-gaming purposes. As an example, non-gaming RNGs 319A-319N cangenerate random numbers for such as generating random messages thatappear on the gaming device. The RNG conversion engine 320 processeseach RNG outcome from RNG engine 316 and converts the RNG outcome to aUI outcome that is feedback to the UI system 302. With reference to FIG.2, RNG conversion engine 320 corresponds to RNG conversion engine 210used for game play. As previously described, RNG conversion engine 320translates the RNG outcome from the RNG 212 to a game outcome presentedto a player. RNG conversion engine 320 utilizes one or more lookuptables 322A-322N to regulate a prize payout amount for each RNG outcomeand how often the gaming device pays out the derived prize payoutamounts. In one example, the RNG conversion engine 320 could utilize onelookup table to map the RNG outcome to a game outcome displayed to aplayer and a second lookup table as a pay table for determining theprize payout amount for each game outcome. In this example, the mappingbetween the RNG outcome to the game outcome controls the frequency inhitting certain prize payout amounts. Different lookup tables could beutilized depending on the different game modes, for example, a base gameversus a bonus game.

After generating the UI outcome, the game processing backend system 314sends the UI outcome to the UI system 302. Examples of UI outcomes aresymbols to display on a video reel or reel stops for a mechanical reel.In one example, if the UI outcome is for a base game, the UI system 302updates one or more game play UI elements 306A-306N, such as symbols,for the game play UI 304. In another example, if the UI outcome is for abonus game, the UI system could update one or more bonus game play UIelements 310A-310N (e.g., symbols) for the bonus game play UI 308. Inresponse to the updating the appropriate UI, the player may subsequentlyprovide additional player inputs to initiate a subsequent game instancethat progresses through the game processing pipeline.

FIG. 4 is a diagram of an exemplary loyalty management system 400. Insome embodiments, the loyalty management system 400 is associated withplayer tracking system server 110 (shown in FIG. 2). In otherembodiments, the loyalty management system 400 is merely incommunication with the player tracking system server 110.

In the exemplary embodiment, the loyalty management system 400 includesvarious input systems, sensors, and devices, such as, but not limited topoint of sale terminals 402, EGMs 404, wearable devices 406, mobiledevices 408, facial recognition systems 410, patron personal computers412, public kiosks 414, etc., that provide feeds of input data regardingpatron activity to an aggregator server 416 that associates theactivities with patrons and stores the information in a patron database418. A qualifier rules engine 422 that has access to a campaign database420, scans the patron database 418 to identify patrons 424 that have metthe qualifications of a campaign defined by a user and stored in thecampaign database 420. The campaigns can be defined to include thresholdrequirements, such as spend amounts at a casino, at a merchant, at acompetitor, physical presence, game play, and other activities. Once aqualified patron 424 is identified that meets the qualifications of acampaign, their information is passed to an award reaction rules engine426 to determine either a customized reward value 428 or an incentiveopportunity or enticement. The reward value 428 is determined based onthe qualifying activities, the parameters of the campaign, and otherfactors. In some embodiments, the historical activities of the patroncan also be used to determine the reward value 428. For example, if itis determined that the patron is likely to respond to a particular awardor if the patron is within a predetermined comp level, the reward valuemay be altered from what it might otherwise have been.

If it is determined that an incentive opportunity or enticement is to bepresented to the patron, delivery of the opportunity or enticement isaffected, and the system 400 returns to monitoring whether the patronhas met the award qualifications. If a customized reward value 428 isdetermined, the value 428 is passed to a delivery rules engine 432 todetermine the timing, location, form, and method of delivery 434 of thecustomized reward value 428. In some embodiments, the delivery rulesengine 432 can generate a custom comp currency (with specified rules,restrictions, expirations, and limitation) as the delivery vehicle(i.e., form) for the customized reward value 428. A delivery systemserver 436 then presents the award 438 to the patron 440.

In the exemplary embodiment, the loyalty management system 400 isconfigured to expand the loyalty offering for a traditional casinoenterprise. The loyalty management system 400 extends the loyaltyprogram from the usual casino and “food and beverage” amenities toinclude multiple points of engagement with a customer, regardless of theactivity or where it takes place. One of the goals of the loyaltymanagement system 400 is to incentivize behaviors in patrons that resultin greater affinity for the casino enterprise.

The loyalty management system 400 tracks customer activity at multiplepoints and turns it into actionable events that can be leveraged in anumber of ways. The gamification engine allows for an endless array ofpromotional events, incented for the customer through achievements thatcommunicate status, and awarded through badges and associated prizes.These achievements and badges are communicated to the customer, such asthrough electronic messages and the EGMs. The result is an engagingaction that keeps the customer focused on achieving goals that areestablished by the casino, at any venue or activity desired.

In a similar fashion, the loyalty management system 400 provides aloyalty currency to the customer to wrap all customer activity into oneloyalty world. The loyalty management system may use the loyaltycurrency to reward a customer at any venue or for any activity. Thisloyalty currency may be redeemed by the customer. The loyalty managementsystem 400 may structure the loyalty currency to both incentivizedesired behavior, but also to reward customers with redemptionpossibilities that speak to their needs and desires.

The loyalty management system 400 is configured to engage customers inall meaningful ways and incentivize engagement and loyalty across theentire spectrum of offerings available to the casino, where eachoffering or reward is customized based on the customer, the customer'spast activities, and the customer's current location.

The loyalty management system 400 includes a plurality of components,such as, but not limited to, enterprise connectivity, one or moregamification engines, a loyalty currency, and a digital product suite.The enterprise connectivity refers to the loyalty management system 400that includes a connection to all points in the enterprise, bothon-premise and off, where any customer activity is capable of beingtracked. This includes all customer gaming activity, non-gaming spend,visits to all venues and other activity that adds knowledge about acustomer's behavior.

The gamification engine tracks badges and achievements to incentivizeand reward patrons for desired behavior. Achievements can be based onboth gaming and non-gaming activity. Badges are playful ways to indicateto the customer they have accomplished something and are presented tocustomers at all digital touch points. Achievements indicate thresholdsat which badges become visible. The badges slowly become visuallycomplete based on percentage completion of the underlying achievements.Completing badges results in visual notifications. Examples of badgesand achievements may be seen in FIG. 5.

FIG. 5 illustrates two views of a user interface 500 for displayingbadges for use by the loyalty management system 400 (shown in FIG. 4).The first view 502 displays multiple different badges 504 that the usermay earn. The first view 502 also includes a zoom-in view 506 of thedescription of a badge 504. More specifically, the zoom-in view 506displays multiple achievements 508 for the user to earn the badge 504.More specifically, to earn the super bronze star badge 504, the usermust perform three tasks, and earn their corresponding achievements 508.These include dining at an onsite restaurant, playing $50 in the casino,and going to a concert or a show. In some embodiments, theseachievements 508 must be completed in order. In other embodiments, theseachievements 508 may be completed in any order.

The second view 510 displays a plurality different stages for each of aplurality of badges 504. These include gold, silver, bronze, andinactive states for the badges. In some embodiments, the user is able tosee all of the inactive or not completed badges. In other embodiments,an inactive badge 504 may only be displayed once the user reaches aspecific percentage or portion of the way to completing or earning thatbadge.

In the exemplary embodiment, the gamification engine is centered aroundbadges 504 that are used to communicate to players status towardsreaching milestones and receiving associated prizes. Badges 504 aredefined with a variety of criteria that define who can work towards thatbadge 504. The criteria may include, but is not limited to, customertier, groups of patrons, gaming and non-gaming activity, and priorearning of other badges 504. Once a player has established that they areeligible to work towards a badge 504, they accumulate activity towardsone or more achievements 508 that track the status of defined goals.

This system allows for the creation of extended player sessions with theincentive of achievement and recognition. The system allows for trackingcustomer spending at non-gaming outlets, setting defined goals forplayers to achieve badges, tracking of customer comp spend and cash overtime, and encouraging player participation in promotions. The systemalso allows for creating custom badge achievement paths with definedcustomer behavior. The system also allows customers to earn badges 504in unexpected ways to increase top of mind awareness.

The loyalty currency is designed to bring together all points of contactwithin an enterprise, both at the casino and external to it. The loyaltycurrency can be granted as a reward for earning badges or for otheractivity. The digital product suite includes a patron user interfacethat communicates common themes and information to patrons in wayssuitable to the media. These may include portal and online games, mobileconcierge, free to play games, and other services and systems.

The loyalty management system 400 is configured to improve customerloyalty and incentivize the customer into more and more interaction withthe enterprise, regardless of the activity they are engaged on. Theloyalty management system 400 tracks food and beverage purchases,gaming, hotel use, retail purchases, entertainment purchase, online gameplay, and other activities to provide a gamification connection to allpotential activities at or around a casino or other location. Thissystem 400 is designed to incentivize customers to visit brick andmortar facilities, to incentivize casino play, to incentivize non-gamingspending, to engage and entertain the customer, and to get insight tothe patrons consumption activities on and off property.

The loyalty management system 400 is designed to incentivize thecustomer to increase their wagering spend, e.g. dollars wagered, in thecasino. By connecting all the points of the resort into one loyaltyoffering, the loyalty management system 400 may also incentivize thecustomer to increase their non-wagering spend, e.g. goods and servicespurchased, at the venues of the casino. Wherever the customers is—oncasino property or at other venues, at home or on the road—the loyaltymanagement system 400 is configured to provide entertainment to thecustomer to increase their visitation to the enterprise's manyofferings, as well as provide an increase in brand awareness.

By providing more of a one-stop shop for all entertainment options andlinking them together into one loyalty offering, the loyalty managementsystem 400 is configured produce an “Us first” mentality in the customerwhen they consider where and what to do with their entertainment timeand money. Additionally, by gaining insight to the patrons consumptionactivities on and off property, the loyalty management system 400 isenabled to plan and incentivize customer offerings throughout theenterprise eco-system. The loyalty management system 400 is also enabledto provide a valued connection between social gaming engagement and atrue Brick and Mortar enterprise.

TABLE 1 Name Description Loyalty club booth This is a traditional casinoplayer club booth, staffed with representatives to assist the player.Concierge desk This is an information desk, but is increasingly offeringadditional services such as player balance inquiry, reservations andcomplementary services. VIP desk This is a variant of the loyalty desk,but typically users are focused on higher-value customers. Since ahigher quality of service is expected from the VIP desk, staff typicallyhave additional tools to provide services (non-gaming) such as lodgingand miscellaneous reservations (spa, ticketing, golf). Additionally,player performance reporting and other decision- support tools aretypically available at the VIP desk. Slot machine This is a traditionalslot machine/EGM, where a player places wagers and interacts with thegaming system. To track play, it is assumed that the EGM will have acard reader or other device for identifying the player (RFID, etc.)Jackpot/Fill workstation This is a traditional workstation that slotattendants can use to complete paperwork for customer jackpots. As EGMshave shifted towards coinless operation and pressure on staff efficiencyincreases, the need for dedicated workstations is reducing, and featurestraditionally handled by a dedicated Jackpot/Fill workstation areshifting towards mobile devices. Table games/Pit Table games (includingBlackjack, Roulette, Craps and a variety of other games). Carded playersare rated, in most cases, based on the type of game they are playing,their wagering activity, and the speed of the game. In addition toratings, this location may also offer complementary services and accessto credit lines (markers) and front money (deposits made in advance atthe casino cashier/cage). Poker room A room focused on poker games.Poker differs in that players are typically playing each other insteadof playing against the house. Players may be rated on poker gaming andwagering activity and offered complimentary services. Bingo hall A roomfocused on the play of Bingo, e.g. the calling of bingo numbers anddaubing of bingo cards during the play of a Bingo game. Players can berated for their play and wagering activity. Race & Sports book A deskthat accepts wagers on sports, race and other activities and events.Carded players can be rated for their gaming and wagering activity. Kenodesk A desk that calls keno numbers. Keno “runners” typically follow aroute on the casino floor (announcing “Keno!”), allowing players toplace wagers on upcoming rounds of Keno. Players can be rated for theirgaming and wagering activity. Casino cashier/cage Offers check cashing,safe keeping, wire transfers, marker payment services. Players cash outchips at the casino cashier. There is typically also a dedicated windowto support floor operations such as table fills/credits. Credit servicesdesk Typically part of the casino main cashier office, the creditservices desk verifies customer credit profile and bank balance(s), andextends a temporary line of credit for use while on-site at the casino.Small resorts may not have a credit services desk, or they may combineits operation with the casino cashier cage. Ticketing desk This servicelocation allows customers to purchase and pick up, e.g., show and eventstickets. Golf/pro shop This is a specialized retail location focused ongolf equipment that may also serve as a golf reservations service desk.It is typical for retail sales to be processed in one system while golfreservations are done in a second system. Bowling/pro shop This is aspecialized retail location focused on bowling equipment that may alsoserve as a bowling service desk. It is typical for retail sales to beprocessed in one system while golf reservations are done in a secondsystem. Spa service/salon This point of service offers spa and salonservices, and related product sales. Typically makes use of aspecialized scheduling system and retail point-of-sale, sometimesoperated by a third party. Poolside services Increasing in popularity atlarge resorts, this service combines drink/F&B services, cabana/VIP arearentals, towel services and entertainment. Food & Beverage point- Thisis the cashier station for restaurants and bars. There are of-saleseveral variations on this service, including buffet (where cashierstypically collect payment prior to permitting entrance), cafes andhigh-end dining (where cashiers typically collect payment after serviceis rendered), and bar stations. Bar stations have additional variationsto support direct customer service (taking and providing drink orders)as well as support for drink servers/runners. Some bars also providefood service. Hotel front-desk This is a traditional hotel check-indesk. Front desk staff usually focus on checking guests in and out, butare increasingly expected to offer other services including businessservices (faxing, etc.), package location, and reservations fornon-hotel locations (depending on size/scale of a resort). Retailpoint-of-sale This is the cashier for retail goods and sundries.Typically, the retail system is separate from the F&B system. Retail POSsystems frequently have additional support for inventory tracking andvendor-managed inventory features. Dance and nightclubs This servicelocation is typically operated by a third party. Typical business isvalidation of customer age and collecting payment for entrance and drinkservice. Amusements/arcade This is traditionally a child's recreationarea with coin- operated games. Convention/meeting A service whichallows groups to rent meeting space for area industry/trade conferences.May make use of a specialized scheduling system, as well as digitalsignage to manage foot traffic. Kiosk This is typically located on agaming floor, and is used by customers to look up their balances,promotions, venue maps (wayfinding) and make use of a variety ofself-service features. Some kiosks are highly specialized; for example,room check- in, check-out and folio inquiry kiosks (lodging-centric).Third party food service A variety of third party food services. Anexample would be a food court with several independent (possiblyfranchised) food vendors. Third party retail A variety of third partyretail services. An example would be leased retail space such as a mallattached to a gaming venue. Third party services - Unspecified thirdparty goods and services. other Reservations office This is aback-of-house function, but many of the features available to areservations agent are increasingly being handled by VIP hosts and otherservice points. The Reservations office typically handles booking forhotel room reservations, golf tee times, show tickets, spa booking andother services. Some large-scale operations have dedicated reservationsoffices for different lines of business. Security and Responsible formonitoring gaming activity, loss prevention, surveillance and detectionof fraud from both customers and employees. Slot operations Responsiblefor servicing and provisioning EGMs. Back-of-house - This office istypically responsible for player performance marketing analysis andpromotions and may be responsible for development of advertisingmaterials and strategy, including customer communications. Also may beresponsible for measuring promotion performance and oversight ofmarketing operations, such as the VIP and loyalty club desks.Back-of-house - These functions include reporting revenue at variousoutlets, accounting, finance, budgeting, capital project financing,ongoing operating audit expense management, financial reporting, andinternal controls. Customer mobile This is a customer-controlled mobiledevice (e.g. a cell phone device or tablet). This type of device may usean installed application or mobile web browser to access, e.g., theloyalty system. Public internet This is a website operated by agaming/resort operator. website/portal Usually provides contactinformation, physical location (address), mailing address, employmentopportunities and other information to various public consumers. It is avenue for advertising amenities and promotions under direction of themarketing team, and may also include self-service features forreservations and inquiries related to the loyalty club. This may includeaccess to club balance, online gaming, and other features. Third partyreservations Ticket sales and reservations are frequently supportedthrough third-party systems providers that may be linked from theoperator's main web site. Third party loyalty A program that allows acustomer to earn loyalty rewards by integration doing business with apartner; alternatively, the gaming operator may allow rewards that arefulfilled through a third party partner. An example would be accrual ofloyalty club “currency” through the use of a branded credit card. Asecond example would be giving a gift certificate to an online store orBrick & Mortar store (e.g., Amazon or Home Depot) as part of the gamingoperator's loyalty club rewards program. Social media A program orfeature that recognizes a customer's social media profile(s). An examplewould be allowing a customer to earn a badge or achievement by‘friending’ the gaming operator on Facebook. A second example mayinvolve analysis of a customer's online behavior via the Facebook API(such as their Tikes' of various social elements). Geolocation servicesA service which permits a gaming operator to sense and react to thephysical location of a customer (geolocation beacons or fences). Anexample would be to send a solicitation to a customer when they walkedby a specific location, either on- site (e.g. on casino property) oroffsite (such as at a partner location).

TABLE 1 includes a plurality of descriptions of potential touchpointswhere a customer's activities may be tracked or the customer mayincentivized to spend through the loyalty management system 400.

The loyalty management system 400 may award loyalty currency based onany activity that may be tracked and analyzed by a rules engine, such asqualifier rules engine 422. In some embodiments, the loyalty managementsystem 400 may provide the player with one or more bonus awards. As anexample, a bonus award could be to grant the player a defined amount ofcurrency. Bonus events can happen throughout the enterprise, includingfor casino activity, kiosk promotions or other promotions the enterprisemay choose to implement.

The loyalty management system 400 may also award loyalty currency forgaming activity in the land based casino. In addition, the loyaltymanagement system 400 may award loyalty currency for online/digitalactivity and online game play. Specifically, the loyalty managementsystem 400 awards players with currency for visits to the casino'sportal or for time spent playing online games. Additionally, there maybe rewards for specific behaviors such as referring a friend to thesite, and clicking on select links.

The loyalty management system 400 may award loyalty currency based oncustomer spend on food and beverages, hospitality, or on other premisevenues. In some embodiments, the loyalty management system 400 couldbase the currency award on either achieving specific spend amounts, oras a percentage returned to the customer. Moreover, the loyaltymanagement system 400 may award loyalty currency based on visits to anylocation within the venue. These visits could be tracked by a mobile appon the customer's mobile device, where the app has geo fencingcapability. In some embodiments, achieving a set number or visits to aspecific venue, or to a group of venues would then result in thecurrency award.

Furthermore, the loyalty management system 400 may award loyaltycurrency based on visits or amounts spent with affiliated businessesexternal to the enterprise. For example, a casino may have arelationship with a nearby restaurant that will entitle customers toearn currency for spending attributed to the player's card.

The loyalty management system 400 may allow, limit or modify, e.g.increase or decrease, the amounts of loyalty currency which may beearned by a customer depending on a number of customer attributes andbehaviors. The loyalty management system 400 may make such modificationsbased on customer attributes such as: a) tier, historical play, clubsignup, birthday, and the like; b) the particular venue, activity orevent that awarded the currency to the player; c) designated dates andtimes; d) as the result of bonus events; e) as the result of earningachievements and badges in the gamification engine; and f) anycombination of these factors can result in allowing the customer to earncurrency. For example, players may be allowed to earn currency based onhaving already spent a certain amount of their own money in retailoutlets—any amount over, e.g., a threshold amount would earn apercentage of currency based on incremental spend. Any combination ofthese factors may also condition the amount of currency awarded to theplayer. For instance, higher tier customers could earn currency at ahigher rate based on spend than lower tier customers.

The loyalty management system 400 may also allow the customer to redeemloyalty currency at any venue throughout the casino enterprise, as wellas affiliated venues outside the traditional casino environment. Someexamples include, but are not limited to: a) through slot and othergaming systems for free play, enhanced point earning rates, entry intotournaments and other similar activities; b) at “food and beverage” andhospitality outlets for comp type items, room charges, room upgrades,and similar purchases; and c) at other venues throughout the casinoenvironment for free or reduced prices for purchases at those locations,as a means to secure preferential reservations, or other similaramenities. Examples include spas, bowling alleys, golf courses, retailoutlets, theatres and showrooms, etc. In addition, loyalty currency maybe redeemed at locations external to the traditional casino environment.For example, loyalty currency earned in the casino could be redeemed formeals at the above-mentioned affiliated restaurant.

Furthermore, the loyalty management system 400 may limit redemptionbased on one or more factors. These factors may change the redemptionrates or, in some cases, not allow the transaction. Examples of factorsinclude, but are not limited to: a) customer attributes such as tier,historical play, club signup, birthday, and the like; b) the particularvenue, activity or event that awarded the currency to the player; c)designated dates and times; d) as the result of bonus events; e) as theresult of earning achievements and badges in the gamification engine;and f) a required delay before redemption can happen.

The gamification engine is configured to leverage connection points intoevery available customer touch point to provide unlimited flexibility toinfluence customer behavior. In the exemplary embodiment, thegamification engine is centered around badges that are used tocommunicate to players their status toward reaching milestones andreceiving associated prizes. Badges are defined with a variety ofcriteria that define who can work towards that badge. The criteria mayinclude customer tier, groups of patrons, gaming and non-gaming activityand prior earning of other badges. Once a player has established theyare eligible to work towards a badge, they may then accumulate activitytoward one or more achievements that track status toward defined goals.At predefined milestones for the achievements, the badge will appear onthe customer facing UI and be conditioned to approximate the customer'sproximity to reaching the goals associated with the badge. Severaloptions will be provided to customize the display of the customer'sprogress toward the goals for the badge such as progressively coloringthe badge, revealing more of the badge or appearing to peel the badgeback to display the underlying image.

Immediately after earning a badge, the loyalty management system 400 mayaward the player with the badge. This may include colorful celebrationthrough some or all digital communication options—e.g. kiosks, apps, andmobile and online portals. Associated prizes, if any, will be availableto the customer upon the award of the badge. The badge will remain inthe player's history for a set amount of time before disappearing fromthe list.

Achievements are the tracking mechanism for player's status towardearning a badge. Achievements are defined with specific goals that aredesigned to influence customer behavior. Goals can include any activitythat is capable of being tracked for a customer, including gamingactivity, non-gaming spend or other activity, and visits to specificareas on or off property. All achievements associated with a badge willbegin accumulation upon the system determining that the customer iseligible to earn that badge.

Once the threshold has been met to make the badge visible, it willappear to the customer who can click on the badge and see the progressof all associated achievements for that badge. Achievement status can beexpressed in several ways, depending on the nature of the goal.Achievement that track separate instances of an activity can be shows asX out of Y target events. Those achievements based on accumulating a setamount of spend or time can be expressed as a percentage toward thegoal. Other achievements may simply show a value that represents thecustomer's current accumulation.

As with achievements, the loyalty management system 400 may include a UIthat allows customers to navigate to a list of prizes associated withthe earning of a badge. Virtually anything available to the casino maybe configured to be used as a prize for badges, including: points andcomps, free slot play, free online play and access to additional onlinecontent, loyalty currency (both currency itself as well as additionalearning and redemption options), prizes, entries into drawings, entriesinto tournaments, etc.

An example embodiment is if the player plays X dollars in a slot machineeach session. For example, the achievement is 50 dollars of coin in. Theplayer may then need to earn the achievement five times in a month. Thecustomer's UI displays the achievement rendered in, for example if theplayer has earned the achievement three times in the month, three filledin stars out of a possible five. In some embodiments, the customer's UIdoesn't display the achievement until the first star is earned. Thisallows the customer to discover the achievement and gives the appearanceof a secret prize. Once all the required achievements are earned withinthe predetermined period of time, the loyalty management program 400awards the player with a badge.

Another example embodiment is if the player visits a specific locationor set of locations X times within a defined time period. The locationsmay be a slot machine or any other on or off property location or venue.The player would then see the achievements as they earn them and thenwould be awarded a badge upon completion.

A further example embodiment is if the player spends a predeterminedperiod of time on a device, such as an EGM. This may include casino slotplay or online gaming. The loyalty management system 400 tracks theamount of time spent playing on the device. Once the predeterminedperiod of time is exceeded the player may earn an achievement or abadge. In this embodiment, the achievement may be rendered based on anamount of time spent compared to the required amount of time. In someembodiments, the achievement may not appear until a specific percentageof the goal time has been achieved. In some embodiments, the amount oftime is cumulative based on multiple sessions. In some embodiments,different types of gaming may be specifically excluded or included bythe loyalty management system 400. For example, slots and video pokermay apply, while table gaming does not.

Yet another example embodiment is if the player spends a thresholddollar amount at an individual outlet, such as a retail location, and a“food and beverage” location, entertainment locations, or hospitalitylocation. In this embodiment, the loyalty management system 400 tracksthe customer's spending at non-gaming outlets/locations. Once thecustomer reaches the threshold amount spent, then they earn a badge. TheUI for the achievement may render this a dollar amount with a definedgoal. The UI might not render the achievement until a certain thresholdhas been reached. In some embodiments, transactions may have to exceed apredetermined minimum value to count towards the badge. In addition, thethresholds may be based a tier associated with the player, such as aplayer rewards club tier.

The loyalty management system 400 may use any combination of the above.For example, the loyalty management system 400 may award a badge forwhen a player has achieved a threshold amount of play on slots, athreshold amount spent in the hotel, and a threshold amount spent onfood and beverages. Once the player has achieved, all of the requiredthresholds, the loyalty management system awards the badge. The UI mayshow three achievements leading to the badge.

In an additional embodiment, the loyalty management system 400 may tracka customer's comp spending and personal wallet spending in non-gamingvenues or for a predefined period of time. Once both amounts reachpredetermined thresholds, the loyalty management system awards a badge.

In some embodiments, the loyalty management system 400 also receivescustomer spend using an enterprise linked credit card or wallet. Whenusing the enterprise linked credit card or wallet at a partner location,the customer may receive additional credit, points, and/or loyaltycurrency based on the transaction. In some embodiments, the loyaltymanagement system 400 tracks the individual customer's use of theenterprise linked credit card or wallet to determine if the customer hasbecome eligible or has been qualified for one or more promotions.

In some embodiments, the loyalty management system 400 may usegeofencing to determine that a patron is at a nearby establishment andto entice the patron to visit the enterprise, such as the casino. Forexample, a patron may be at a partner restaurant or coffeehouse within amile of the casino. The loyalty management system 400 may determine thisthrough the patron's use of a linked credit card or wallet, a socialmedia check-in, or other activity determined by the input dataaggregator server 416. The loyalty management system 400 may determine acustomized reward 428 that the patron has qualified for, such as triplepoints on gaming play for a predetermined period of time. The loyaltymanagement system 400 may send a message to the patron informing themthat they will receive triple points on all play for thirty minutes ifthey come to the casino and begin the play within an hour. Therestaurant may be a partner or preferred provider that the casino mayrecommend. This cross-promotion may allow the loyalty management system400 to encourage patrons to return to the casino after their meal.

In some other embodiments, the loyalty management system 400 may receiveinformation on the different third-party locations where the patron usestheir linked credit card. This allows the qualifier rules engine 422know which promotions in the campaign database will most likely beresponded to by the patron. For example, the qualifier rules engine 422may determine that the patron likes to shop at a specific hardwarestore. If that hardware store is a partner of the enterprise, theenterprise may offer rewards associated with that hardware store.Furthermore, the loyalty management system 400 may also determine theeffectiveness of the enterprise's partnering based on how much thepatrons use the partnered services.

In some embodiments, the loyalty management system 400 may determinethat one or more patrons have qualified for a promotion stored in thecampaign database 420. The loyalty management system 400 then tracks thenumber of patrons that have qualified for that promotion within aspecific period of time, for example two weeks or a month. If the numberof patrons that qualify meets or exceeds a predetermined threshold, thenthe loyalty management system 400 activates or launches the promotion.The promotion may be tailored to only those that have qualified, or itmay be sent to others to allow them to qualify as well. For example, ifthe loyalty management system 400 tracks the number of patrons that havespent over a predetermined threshold at a specific partnered store; oncethe predetermined number of patrons have qualified by shopping at thatstore, then the loyalty management system 400 activates a promotionassociated with that particular store. For example, earn a gift fromthat store if you visit the casino within a specific period of time,such as, within ten or thirty days.

In some further embodiments, the loyalty management system 400 maycombine the qualifications from multiple partners to build a largerpromotion, where the patrons may choose from prizes at any of thosepartners. In some embodiments, the prize may be provided via an onlineloyalty mall, where the patron may select a prize from a selection ofprizes, e.g., of equivalent prize values.

In the exemplary embodiment, the loyalty currency may be spent forgameplay and non-gaming purchases. In some embodiments, the loyaltycurrency may have different values based on how or where it is beingspent. For example, if a player wanted to spend the loyalty currency onfood at a location on the casino property, the loyalty currency may bespent so that a first amount of the currency may be equal to a specificamount of money. If the player was spending the currency for food at alocation separate from but, e.g., affiliated with the casino, the amountof currency required to equal that same amount of money may be higher.In some embodiments, different locations and/or activities havedifferent multipliers for determining the monetary value when spendingthe loyalty currency. In addition, spending loyalty currency atdifferent times, may change the multipliers.

In some embodiments, there may be multipliers applied to earning theloyalty currency, where the amount earned or the amount credited towardsan award is based on at least one of the amount wagered and the tier ofthe player. In these embodiments, players may be sorted into tiers, suchas based on loyalty program tiers. In some embodiments, the bet amountand the tier of the player may affect the amount of points or creditearned towards loyalty currency or a badge. For example, if a player inthe platinum tier plays in the $25-$49 wagering range, then the player'sloyalty currency earnings may be multiplied by a first multiplier, whilea gold tier player's earnings may be multiplied by a second multiplier.In some embodiments, the player needs to qualify for the multiplier bymeeting additional criteria as set in the loyalty management system 400.

In the exemplary embodiment, the loyalty management system 400 isconfigured to allow an administrator to set thresholds, badges, awardsearned, weights, and other attributes of the system. The loyaltymanagement system 400 allows the administrator to build new rules. Inaddition, the loyalty management system 400 may be configured to allow asupervisor to review and approve any rule or setting prior to allowingthe rule or setting to be applied to a player. Administrators and/orsupervisors may review active rules and settings and adjust or removethe rules and settings.

In the exemplary embodiment, the loyalty management system 400 isconfigured to store player information including attributes of aplurality of players. These attributes may include information such as,but not limited to, name, current loyalty currency, loyalty programtier, and progress towards badges and other goals. The loyaltymanagement system 400 in also configured to receive player activityinformation from a plurality of sources, wherein the player activityinformation includes gaming activity and non-gaming activity. For aplayer of the plurality of players, the loyalty management system 400determines an amount of a loyalty currency to award to the player basedon the player activity information associated with the player. Inaddition, the loyalty management system 400 receives from the player arequest for a transaction to spend some of the amount of the loyaltycurrency, wherein the request includes a location associated with thetransaction. The loyalty management system 400 then determines a valueof the loyalty currency based on the location of the transaction. Forexample, the value of the loyalty currency may change if the transactionis for food and beverage at the casino, or for gaming activities at thecasino, or for gaming activities online, or for retail purchases.

In the exemplary embodiment, the loyalty management system 400 receivesa plurality of input data associated with a plurality of patrons. Theplurality of input data represents actions of the plurality of patrons.The loyalty management system 400 determines a current location of apatron of the plurality of patrons. In these embodiments, the currentlocation of the patron is not at the enterprise location. The loyaltymanagement system 400 transmits a message to a computer deviceassociated with the patron including a prize to be awarded if the patronvisits the enterprise location.

In some embodiments, the current location of the patron is within apredetermined distance of the enterprise location. In some otherembodiments, the current location of the patron is at a partner merchantlocation associated with the enterprise location. In still furtherembodiments, the prize is to be awarded if the patron visits theenterprise location within a predetermined period of time. In otherembodiments, the current location of the patron is determined based on atransaction performed by the patron with a merchant or a social mediaaction performed by the patron. In some embodiments, the loyaltymanagement system 400 determines that the patron visited the enterpriselocation within a predetermined period of time prior to the present timeas a part of the determination to transmit the prize to the patron.

In the exemplary embodiment, the loyalty management system 400 stores aplurality of promotional campaigns, such as in campaign database 420.The loyalty management system 400 receives a plurality of input dataassociated with a plurality of patrons. The plurality of input datarepresents actions of the plurality of patrons. The loyalty managementsystem 400 determines that a subset of the plurality of patrons haveperformed one or more qualifying actions for a first promotionalcampaign of the plurality of promotional campaigns. Then the loyaltymanagement system 400 activates the first promotional campaign based onthe determination. In some embodiments, the loyalty management system400 compares each of the plurality of actions to the plurality ofpromotions to determine if any of the actions are qualifying actions.

In some embodiments, the one or more qualifying actions includeperforming a transaction at a partner merchant. The qualifying actionmay include the transaction exceeding a predetermined amount. In somefurther embodiments, the first promotional campaign is associated withthe partner merchant. In some additional embodiments, the subset ofpatrons performed the one or more qualifying actions within apredetermined period of time. In still further embodiments, the firstpromotional campaign awards a prize for qualifying patrons visiting theenterprise location.

In the exemplary embodiment, the loyalty program management system 400stores a plurality of promotional campaigns, such as in campaigndatabase 420. The loyalty program management system 400 receives aplurality of input data associated with a plurality of patrons. Theplurality of input data represents actions of the plurality of patrons.The loyalty program management system 400 analyzes the plurality ofinput data associated with a first patron of the plurality of patrons.The loyalty program management system 400 determines one or morepromotional campaigns of the plurality of promotional campaigns that thefirst patron qualifies for based on the analysis. The loyalty programmanagement system 400 generates a personalized promotional campaign forthe first patron based on the one or more promotional campaigns.

In some embodiments, the plurality of input data associated with thefirst patron includes a plurality of transactions at merchants locatedat the enterprise location and/or transactions at merchants locatedremote from the enterprise location. In additional embodiments, thepersonalized promotional campaign includes a prize chosen specificallyfor the first patron. In further embodiments, the personalizedpromotional campaign includes a plurality of actions for the firstpatron to perform to earn the prize.

In some embodiments, the loyalty program management system 400 transmitsone or messages to a user computer device associated with the firstpatron including information to be displayed to the first patron aboutthe personalized promotional campaign. In further embodiments, theloyalty program management system 400 transmits instructions to the usercomputer device associated with the first patron to display informationabout the first patron's progress in the personalized promotionalcampaign.

Accordingly, technical effects and technical improvements associatedwith the electronic gaming systems and methods described herein include,but are not limited to, the following: (i) providing unique incentiveand rewards programs, which may be based upon any of a variety of playeror user actions, such as placing transactions at an enterprise merchant(e.g., a casino) and/or any partner merchants that are voluntarilyaffiliated with the enterprise merchant; (ii) rewarding players forplacing transactions with partner merchants, (iii) incentivizing playersto return to the enterprise merchant following completion of one or moretransactions at partner merchant locations; (iv) creating andcustomizing prizes tailored to individual players based upon individualplayer actions and other player profile information; (v) creating andcustomizing promotional campaigns for individual players that include avariety of further actions or assignments, which if achieved, may leadto additional prizes and incentives; (vi) a variety of additionalmarketing and incentive strategies, including for example, creation ofbadges and other marketing campaigns; (vii) implementation of the uniqueand additional marketing campaigns, as described herein, across a widespectrum of enterprise locations and enterprise businesses (e.g., casinogames, restaurants, spas, golf courses, etc.) and partner locations tofacilitate and enable implementation of marketing campaigns that allowplayers to accrue rewards, monetary value, and other prizes for a largearray of spending and other activities, (viii) providing loyaltycurrency, which may be redeemed for gaming and non-gaming products andservices, to a player based upon any of a variety of player actions,such as player transactions conducted within an enterprise locationand/or at one or more partner locations, (viii) transmitting one or moremessages to a computer device of a player, such as a smartphone,notifying the player that loyalty currency has been awarded, and in somecases, a time period prior to expiration of the loyalty currency, (ix)enabling redemption of the loyalty currency at the enterprise or apartner location prior to the expiration of the time period, if any, and(x) applying one or more multiplication factors to an awarded loyaltycurrency based upon a variety of conditions, such as location and timeconditions as well as, in some cases, one or more player attributes.

Further, although the systems and methods are, in some embodiments,described herein in association with wagering games, it will beappreciated that these systems and methods may be equally implemented inconjunction with non-wagering games and/or wagering games that do notutilize a monetary currency. Moreover, in many implementations, themarketing campaigns and other rewards and incentive strategies may beimplemented with or without traditional casino wagering aspects, suchas, for example, in conjunction with a resort-style enterprise location(e.g., a hotel and resort) that offers a variety of amenities andactivities but which may or may not offer casino wagering as well.

While the invention has been described with respect to the figures, itwill be appreciated that many modifications and changes may be made bythose skilled in the art without departing from the spirit of theinvention. Any variation and derivation from the above description andfigures are included in the scope of the present invention as defined bythe claims.

This written description uses examples to disclose the invention,including the best mode, and also to enable any person skilled in theart to practice the invention, including making and using any devices orsystems and performing any incorporated methods. The patentable scope ofthe invention is defined by the claims, and may include other examplesthat occur to those skilled in the art. Such other examples are intendedto be within the scope of the claims if they have structural elementsthat do not differ from the literal language of the claims, or if theyinclude equivalent structural elements with insubstantial differencesfrom the literal language of the claims.

What is claimed is:
 1. A loyalty program management system associatedwith an enterprise location comprising a loyalty management serverincluding a processor in communication with a memory device havinginstructions stored thereon, which when executed by the processor, causethe processor to at least: receive a plurality of input data associatedwith a patron account of a plurality of patron accounts, wherein theplurality of input data represents actions associated with the patronaccount; determine, in response to receiving the plurality of inputdata, a current location of a computer device of a patron associatedwith the patron account, wherein the current location of the computerdevice is not at the enterprise location; determine, in response toreceiving the plurality of input data, an amount of loyalty currency toaward the patron account; determine a time period during which theloyalty currency is capable of being redeemed by the patron at theenterprise location; transmit a message to the computer device of thepatron including the amount of loyalty currency to be awarded and thetime period; determine, based upon a location of the computer device ofthe patron, that the computer device of the patron has arrived withinthe enterprise location; and enable redemption of the loyalty currencyin response to determining that the computer device of the patron hasarrived within the enterprise location within the time period and on thecondition that the time period has not expired.
 2. The system inaccordance with claim 1, wherein the amount of loyalty currencycomprises a contingent award, and wherein the instructions, whenexecuted, further cause the processor to at least credit the contingentaward to the patron account in response to determining that the patronhas arrived within the enterprise location.
 3. The system in accordancewith claim 1, wherein the instructions, when executed, further cause theprocessor to at least: apply a first multiplication factor to the amountof loyalty currency in response to determining that the loyalty currencyis being redeemed at the enterprise location, and apply a secondmultiplication factor to the amount of loyalty currency in response todetermining that the loyalty currency is being redeemed at a partnerlocation of the enterprise location, wherein the first multiplicationfactor is greater than the second multiplication factor.
 4. The systemin accordance with claim 1, wherein the instructions, when executed,further cause the processor to at least apply a multiplication factor tothe amount of loyalty currency based upon a time of redemption of theloyalty currency.
 5. The system in accordance with claim 1, wherein theinstructions, when executed, further cause the processor to at least:apply a multiplication factor to the amount of loyalty currency basedupon at least one of an amount wagered by the patron account on anelectronic gaming machine or a loyalty tier associated with the patronaccount.
 6. The system in accordance with claim 1 wherein theinstructions, when executed, further cause the processor to at least:determine a loyalty tier associated with the patron account; and apply amultiplication factor to the amount of loyalty currency based upon theloyalty tier associated with the patron account, wherein each of aplurality of loyalty tiers are each respectively associated with uniquemultiplication factors.
 7. The system in accordance with claim 1,wherein the instructions, when executed by the processor, further causethe processor to enable redemption of the loyalty currency for at leastone of gameplay within the enterprise location or one or more non-gamingpurchases.
 8. A loyalty program management system associated with agaming establishment location, the system comprising a loyaltymanagement server including a processor in communication with a memorydevice having instructions stored thereon, which when executed by theprocessor, cause the processor to at least: store a plurality ofpromotional campaigns; receive a plurality of input data associated witha plurality of player accounts, wherein the plurality of input datarepresents actions associated with the plurality of player accounts;determine, based upon the plurality of input data, that at least one ofthe plurality of player accounts has performed one or more qualifyingactions for a first promotional campaign of the plurality of promotionalcampaigns, the one or more qualifying actions including, at least,performing a transaction at a partner merchant, the partner merchantaffiliated with the gaming establishment location; determine, inresponse to receiving the plurality of input data, an amount of loyaltycurrency to award the at least one player account, wherein the at leastone player account is associated with a player; determine a time periodduring which the loyalty currency is capable of being redeemed by the atleast one player account at the gaming establishment location; send amessage to a mobile device of the player including the amount of loyaltycurrency to be awarded and the time period; determine, based upon alocation of the mobile device of the player, that the mobile device ofthe player is within a predefined distance of the gaming establishmentlocation; and permit redemption of the loyalty currency in response todetermining that the mobile device of the player is within thepredefined distance of the gaming establishment location within the timeperiod and on the condition that the time period has not expired.
 9. Thesystem in accordance with claim 8, wherein the instructions, whenexecuted, further cause the processor to at least apply a multiplicationfactor to the amount of loyalty currency based upon a redemptionlocation, wherein the redemption location is associated with one of thegaming establishment location or a partner location of the gamingestablishment location.
 10. The system in accordance with claim 9,wherein the instructions, when executed, further cause the processor toat least: apply a first multiplication factor to the amount of loyaltycurrency in response to determining that the loyalty currency is beingredeemed at the gaming establishment location, and apply a secondmultiplication factor to the amount of loyalty currency in response todetermining that the loyalty currency is being redeemed at a differentlocation from the gaming establishment location, wherein the firstmultiplication factor is greater than the second multiplication factor.11. The system in accordance with claim 9, wherein the instructions,when executed, further cause the processor to at least apply amultiplication factor to the amount of loyalty currency based upon atime of redemption of the loyalty currency.
 12. The system in accordancewith claim 9, wherein the instructions, when executed, further cause theprocessor to at least: apply a multiplication factor to the amount ofloyalty currency based upon at least one of an amount wagered by theplayer account on an electronic gaming machine or a loyalty tierassociated with the player account.
 13. The system in accordance withclaim 1 wherein the instructions, when executed, further cause theprocessor to at least: determine a loyalty tier associated with theplayer account; and apply a multiplication factor to the amount ofloyalty currency based upon the loyalty tier, wherein each of aplurality of loyalty tiers are each respectively associated with uniquemultiplication factors.
 14. The system in accordance with claim 1,wherein the instructions, when executed by the processor, further causethe processor to add the amount of loyalty currency to a digital walletassociated with the player.
 15. A method for managing a loyalty programassociated with a casino gaming establishment and at least one partnermerchant, the method comprising at least: receiving by a processor,input data associated with a player account of a plurality of playeraccounts; determining, by the processor and in response to receiving theinput data, a current location of a computer device of a playerassociated with the player account, wherein the current location of thecomputer device is not at the casino gaming establishment; determiningby the processor and in response to receiving the input data, an amountof loyalty currency to award the player account; determining, by theprocessor, a time period during which the loyalty currency is capable ofbeing redeemed by the player; providing, by the processor, a message tothe computer device of the player including the amount of loyaltycurrency to be awarded and the time period; determining, by theprocessor and based upon a location of the computer device of theplayer, that the computer device of the player is within a predefineddistance of the casino gaming establishment; and enabling, by theprocessor, redemption of the loyalty currency in response to determiningthat the computer device of the player is within the predefined distanceof the casino gaming establishment and on the condition that the timeperiod has not expired.
 16. The method in accordance with claim 15,further comprising applying, by the processor, a multiplication factorto the amount of loyalty currency based upon a redemption location,wherein the redemption location is associated with one of the casinogaming establishment or a partner location of the casino gamingestablishment.
 17. The method in accordance with claim 15, furthercomprising: applying, by the processor, a first multiplication factor tothe amount of loyalty currency in response to determining that theloyalty currency is being redeemed at the casino gaming establishment;and applying, by the processor, a second multiplication factor to theamount of loyalty currency in response to determining that the loyaltycurrency is being redeemed at a partner location of the casino gamingestablishment, wherein the first multiplication factor is greater thanthe second multiplication factor.
 18. The method in accordance withclaim 15, further comprising applying, by the processor, amultiplication factor to the amount of loyalty currency based upon atime of redemption of the loyalty currency.
 19. The method in accordancewith claim 15, further comprising: applying, by the processor, amultiplication factor to the amount of loyalty currency based upon atleast one of an amount wagered by the player account on an electronicgaming machine or a loyalty tier associated with the player account. 20.The method in accordance with claim 15, further comprising: determining,by the processor, a loyalty tier associated with the player account; andapplying by the processor, a multiplication factor to the amount ofloyalty currency based upon the loyalty tier associated with the playeraccount, wherein each of a plurality of loyalty tiers are eachrespectively associated with unique multiplication factors.